Google Analytics: how to properly migrate to GA4?

Google Analytics 4 or GA4 marks the end of Google Analytics. If you haven’t yet switched to the latest audience analysis solution, here’s how to successfully migrate to Google’s new data collection tool.

Google Analytics is evolving into a new version, called GA4. Users are strongly encouraged to migrate to Google Analytics 4 due to the upcoming discontinuation of this previous version. Due to the technical constraints of the subject, the Google Analytics Eskimoz agency offers professional support in this act.

What is Google Analytics?

Google Analytics is a tool offered by Google which allows the administrator of a website to monitor and analyze the behavior of the Internet user during web browsing.

Equipped with multiple modules, Google Analytics 4, also abbreviated GA4, provides a wide range of data such as those relating to user interactions on the pageto sources of inbound traffic or even to conversions. In a context of technological evolution, many administrators are migrating to GA4, the improved version of Universal Analytics (GA3).

Why upgrade to Google Analytics 4?

As of July 1, 2023, Universal Analytics / GA3 has stopped collecting new data. This phenomenon makes it impossible to continue using GA3 in good conditions. To date, it is only possible to explore data collected before July. Secondly, it seems useful to specify that this history of data recovered under GA3 will be definitively deleted on December 31. Therefore, migrating to Google Analytics 4 is obvious in order to ensure the continuity of data collection while benefiting from the latest functionalities.

What are the differences between Universal Google and GA4?

An advanced version of Universal Analytics -UA-, GA4 brings a large number of new features. Here is a list of the biggest differences between these two versions:

• If UA’s tracking method relied primarily on sessions and page views, GA4 is based on eventsproviding more flexibility in tracking user interactions.
• The structuring of properties on UA ​​distinguished between mobile applications and the web. Now gone, GA4 makes cross-platform tracking easier by merging properties.
• If Universal Analytics kept the data collected over 26 months, GA4 brings increased flexibility by allowing this value to be modified (set by default to 14 months).
• Where UA only offered predefined reports, GA4 reduces the number of these, but allows the administrator to create your own custom reports.
• Google Analytics 4 follows the trend of artificial intelligence and integrates the technology of Machine Learning in the context of predictive analysis. Universal Analytics was less generous on this subject.
• Google Analytics (UA) was limited to defining rather static audiences. GA4 improves this condition by allowing create more dynamic and scalable audiences.

From Google Analytics 3 to GA4: how to successfully migrate?

Migrating from Google Analytics 3 (UA) to GA4 can present certain technical challenges, especially for less sophisticated users. In this sense, entrusting this mission to a reliable partner can be a good strategy. The Eskimoz agency, specialized in Google Analytics tools, offers complete and flexible support according to your needs.

Define your needs

Before even initiating any action, it is imperative to correctly define your needs. One of the first steps is to carry out a website audit, aiming to take stock of this digital property. This first approach makes it possible to identify the strengths and weaknesses of a site in order to identify opportunities for improvement. The complete audit of a website can be carried out by the Eskimoz agency.

Optimize data collection

Data collection is an important step in configuring GA4. Knowing exactly what data to recover is crucial. Eskimoz brings its expertise on the subject to the company in its migration to GA4 and offers a tagging plan for the site concerned. This plan will be used to accurately study the user journey by recovering the right data.

Define and improve the action plan

The migration to a new tool very frequently generates new questions from the company’s employees, positioned on the front line. With its expertise in this area, the Eskimoz agency supports the company on several fronts. If the service provider carries out the technical part of the migration, it also ensures that the company has in its hands the data relating to decision-making. In this sense, Eskimoz takes care of aligning the analytical approach with the commercial objectives of the company concerned.

Measure data and adapt over time

For constant adaptation of the measurements recorded on the website (or mobile application), Eskimoz is responsible for setting up dashboards relevant to the activity and responding to market realities. Essential data is thus transmitted through Google Data Studio to be visualized and considered effectively. These measured parameters are expected to evolve over time, making it possible to incorporate new data as part of an evolution of strategy by the company.

If these different steps seem entirely logical, planning a real strategy to take full advantage of the power of GA4 and use it as a real decision-making tool often requires support. Do not hesitate to seek support from Eskimoz to successfully migrate to Google Analytics 4.